South Orange County Chamber of Commerce

Today I had the pleasure of speaking on Internet Marketing and SEO at Lake Forest City Hall.  Its so nice how Orange County has such supportative Chambers of Commerce, you should really check yours out :) 

There were a TON of amazing speakers today!!  The chamber organized a business expo and there were a lot of great companies and people in attendance.  I saw Carol Bridges taking professional photos of the booths and businesses, Keith Cowan and LogicIT helping advise businesses on virus protection and managed IT services, Cox, AT&T, and others.   

The best part was the advice and speakers.  Here are my treo notes:

Keynote Speaker Scott Betty, Oakley

First up Scott Betty, from Oakley, who had a mile long bio…lets just keep it short and say he’s a marketing guru and has been a major part of taking Oakley to the next level.  Scott started with a nice video showing us the essence of Oakley. 

Today he focused on the emotional connection between your brand and consumer - here are my humble notes, Scott, thank you for allowing us to share :) 

Who is Oakley?  They were founded in 1975, selling at motocross races.  Now they have 10 worldwide offices, and 570 patents.  They expanded across the globe and have a good balance now with the various countries…right now Japan and Brazil are huge.  Oakley didn’t start with glasses, they started with handle grips, and now have products from apparel to watches.  Current yearly revenue is almost to 900m. 

Next we talked about the economy and consumer spending.  Do consumers stop spending in a recession?  NO, but they become more selective.  They will spend for need…but what about desire?  What are our needs?  Food, water, transportation, communication, right?

Once a consumer decides they need something, there is another set of decisions and criteria for purchasing:  based on price, convenience, promotion, and availability. 

But what if what YOU and your business offer is just a want?  Not a need with the above criteria?  For the want list there are a different set of criteria…brand, trend, peer pressure, celebrity influence, EMOTION.

So how do we connect that emotion with our product?  How do people justify what they want into a need?

Take starbucks.  Its not coffee.  Its a club…its an atmosphere.  Look how many people buy into it!  Also Air Jordans.  People buy them in advance every year - its an emotional footwear phenom.  Look at iphones - another emotional product and culture. 

Oakley makes an emotional conection by focusing on innovation, and performance, authenticity, and not being scared to take risks.  ie the green reader lens sunglasses for golf.  If you are a golf nut you’re going to drool over this!  If performance is the same - take the Oakley backpack example - then focus on design.  People may not need it but they sure will want it!   Oakley has awesome fabric for racecar drivers that won’t catch you on fire if you’re in a crash.  That’s emotional, saving your life while you play your exterme sports.  Creating products that have emotional connections is the way to go.

Scott says the best watch is the oakley watch.  All a watch does is tell time…so they needed to win the race with design innovation again. 

How else does the company stay front of mind?  Oakley has sports marketing ambassadors who its their job to integrate Oakley into any given sport.  Nascar, golf, surf, football.  Oakley is there building relationships with all of them, and this is what brings them success in sports.  They think of the athletes as family, and ask for opinions all the time.  Each sport becomes a power partner, and an avenue for publicity :)  Nice!

Another way to market is participation with consumers.  Roll out with the rolling ”O” lab.  This mobile booth allows consumers to literally experience the Oakley difference.  It showcases Oakley technology and shows consumers how oakley has better product performance. You may see the rolling O at your next big sporting event. 

Also online they have diarama contests to help do personality based marketing and connecting.  wooo hooo Oakley!!!  Way to embrace web 2.0.  Seriously, I’m going to take a second for kudos.  Everyone go look at Oakley.com.  NOTICE how they have the website separated into men and women.  Personalization.  Notice how the products say what sport they are good for.  More personalization.  Notice how each time the homepage loads there is a different emotional niche or sport being offered up.  Total personalization.  Notice how you can grab the exact link for any product in the address bar.  Not an accident.   Simple online innovations like this get people to actually interact and BUY from your website.  Go Oakley, thanks for setting a great online example too!

Back on track.  Scott advised the Chamber members to Be bold, take risks, do not be afraid because that is what blows peoples mind.  Ruffle feathers!!!  Consumers appreciate the fact if you don’t alway play it safe.  Embrace failure and don’t be scared of it… or else you are not really pushing the envelope!

Orange County Business Marketing Panel

Next up was the marketing panel.  I was on it, so that would be rude to take furious treo notes :)  Everyone feel free to comment your thoughts, though!!  I thought everyone on the panel had AWESOME advice, I’m always inspired by Michelle with Sandler Sales.  That woman knows her stuff!!!

OC Business Finance Panel

The next panel was a Q & A that went over effective cash management.  I fully admit this is not my strong suit so feel free to clarify these notes with comments!!  Here goes…

What is a good definition of cash flow?  In a nutshell, its what’s going in, what’s coming out, and then what’s left over.  Look at an accurate profit and loss statement.  subtract items or take items off of P&L that take cash but don’t earn revenue, like inventory, debt service, paying down principal, owner draws.  Then add back loan proceeds and depreciation into cash flow to know requirements.

What key metrics should biz owners have?  Balance sheet, liabilities.  Divide cash by liabilities and look for a number greater than 1.  Also keep track of average day sales. 

What are tax advantages of being a corporation?  Ask an attorney and a CPA if you should incorporate…its NOT always the best thing for all companies. 

If we finish the year with a loss.  Is there a way to carry the loss?  Yes, but most tax payers prefer to elect to carry it forward. 

How else can you keep your cash as a business owner?  One way is to make sure your inventory is not cutting into your cash flow.  Don’t buy too much that just sits on the shelf.  Ask yourself do you really need that?  In tight times business owners need to think about every purchase.

Frank suggested to not use your cash all up - keep cash flow with financing.  Be on top of your receivables.  Don’t be afraid to ask for your money.  If you don’t set the standard up front then people will think its ok to pay you last…remember….if they don’t pay…they are not a real client!!!  So simple, Frank, but so true!  Why do small business owners fear calling for the money owed to them?

A question was asked about a line of credit…Masuda suggested don’t wait to get this until you need it…then its too late.  Small businesses should have an LOC to keep them safe - like 25k is a good number for most. 

What if you can’t get an loc?  Frank suggested alternatives - accts receivable financing.  Its not based on your credit, but for your customers credit!  If you own a retail business then you can usually get a merchant acct advance for about a month.  Also consider a sale / leaseback.

Just because you have bad credit doesn’t mean that you can’t get financing.  First off, know your credit and get things current.  Lenders look at the story..is it solved, or is it a pattern?  Fico is your personal credit….Dunn & Bradstreet is your business credit. (d&b)….ooooh, that is what that means! (smack to forehead)

Can you still get financing if you don’t show profit?  You need to show cash flow, ability, or stability.  You’ll be considered on all of the above.

How does a small biz handle collections?  Remember people make a concious decision of who they are writing checks for…be the squeaky wheel.

What if someone can’t pay their bill?  Well, think about all options before settling, make decisions based on the situation.  Is that client going out or coming into financial difficulty?  Should you take what you can while there is still something there?  It may be the best decision..Masuda mentioned the Bad check restitution program is an Orange County service small businesses can use when they get bad checks - thanks!!!

What if WE are the ones in trouble?  What do we do as a biz to survive???  First take a look at where you are spending the money.  If you don’t have money in the bank then don’t write the check.  NSF fees build up big time and they are also a consideration in credit.  Postdate checks or ask for extensions.  See how much you are paying in merchant fees.  (I just did this Michael Durante with Card Services Direct saved me 1200 a year!)  Stay in touch with your people and almost anyone will work with you.  Don’t hide be in constant communication. 

What great info from our financial experts.

Next up was the human resources panel, but DARN I have to go!!!  Its my loss, I’ll fumble with our new hire now next week :(  I’m sure everyone was excellent, would love comments!!!

It was a pleasure hearing today from Ken Marsh with Kens on the Spot Mobile Detail. Ken’s been a chamber member for one year, and he thanked us all for helping him to grow his business.  He can help you detail your boat, plane, motorcycle, and car, anything that moves!  He uses green products that don’t pollute the environment or the air you breathe in your car.  He can get stains out of your carpet and upholstery.  He does corporate cleaning too - if you have an office of 5 or more call Ken. 

A new service Ken also offers is helping you sell your car.  If you want max money for your car then don’t sell it back to the dealer.  Ken can make it easy and can make you money when it comes to selling your car in Orange County.

For just $99 ken can wash, clean, and make your car sparkle…check out more prices at www.kensonthespot.com.

Another special guest was Libby Jason with Arbonne. Libbys passionate about selling Arbonne because its a great product and she used it for 6 years before she started selling it! 

Arbonne is made here in the USA and they are a ph correct botanical company.  Their products don’t use mineral oil, they aren’t tested on animals and they are eco friendly.

The new line is the Seasource Detox Spa - it can help you avoid fatigue, premature aging, and wrinkles in your skin. 

Libby is a family woman, a purpose driven woman, and her purpose is to love others and glorify God.  She wants to help others and buy a beach house someday- awesome attitude Libby!

Libby is happy to do Arbonne parties at home, do gift baskets for mothers day, do corporate parties, do YOUR skin right!  http://libbyjason.myarbonne.com - call her today.

Today’s Southern California Chamber of Commerce meeting was fantastic.  There were a large number of speakers all of whom passed on valuable tips and information to those in attendance.  Two speakers really stood out amongst their counterparts and I’d like to share the information they shared with us.

The first speaker to leave a lasting impression was Frank Marriaccino, a member of the Maximus Financial Group. The Maximus Financial Group specializes in assisting small businesses through financing which in turn helps these businesses grow into profitable organizations.  When other banks tell you no Frank advises you to call the “Frank Bank”.  Frank works hard to find you the money other banks refused to give you.  In addition to this Frank doesn’t get paid unless he’s able to secure you a loan, so there is no risk involved!  In addition to standard business loans Frank can also help proprietors secure SBA loans, uninsured credit, and accounts receivable financing.  If you’re looking for a loan Frank works for you, give him a call today!

Tricia Scott with the American Cancer Society relay for life was the next speaker.  Tricia spoke about her reasons for relaying which quite simply are to help find a cure for cancer and so that no one has to hear “you have cancer” from their physician.  Tricia also urged all of those in attendance to relay themselves and asked us to pass that message on to others.  The American Cancer Society says half of all men and 1 in 3 women will learn that they have cancer at some point in their lives so the ACS’s team of volunteers continue to work hard at relaying for the cure.  For those interested in joining the fight, Tricia indicated you can do your part by sponsoring, putting your own team of volunteers together, and in general by getting the word out!  Cancer survivor Steve Bell spoke as well to tell us that Relay 4 Life raised 3 billion dollars for cancer research which drew thunderous applause.  We should all take a few moments to reflect on this very significant cause and spread the word.  For those interested you can help people like Steve and Tricia by donating here.

Up next was Big Red with Best DVD who presented an awesome chamber commercial.  In this commercial she put a bag on her head and said ‘who am I’?  Who is this crazy redhead, anyway???  She’s the DVD conversion specialist who takes your photos and VHS’s out of the bag, and onto DVD.  This drew an overly positive response from the crowd and we would like to commend Big Red on a fantastic commercial.

Of special note too was Kelly with Downey savings who also presented a fantastic commercial.  Hats off to Kelly for the presentation!

Speaking today we had Renee Stevens and Dave Stevens with Modus Operandi Designs.  M.O. also means Method of Operation…they do interior design projects and home staging for Orange County.  Hey…this is NOT just interior design - its lifestyle design.  Renee can do contemporary or old school tuscan, but the true passion of this interior design company is to design for the client.  If you felt like your last interior designer forced their taste on you, then you need to call 949-350-8252!

What constitutes good interior design?  Renee takes your taste and opinion of design and tailors that for good environments and productivity for your home.  She helps balance your work and play areas - and we all know how important balance is

Why hire an OC interior designer?  Because its better to do it right the first time!!  Don’t worry about expense… they can work hourly, or around your budget, and even around YOU while you’re still at home while the updating is in progress!

The company also does staging for homes.  With so many homes on the market in Orange County its important to stand out and actually get an offer in!  If your an OC realtor with a home that just won’t sell, call MO designs.

Next up was Dave - he handles the painting and faux finishing for M.O. Designs.  Color is so important to your interior design that they have an interior, exterior, and commercial division to support all your painting needs.  Dave has a special interior painting niche - they can get fancy or just help with the outdated projects like acustic removal or a re-texture.  They use Dunn Edwards paint, the industry standard in paint so you have only the best for your home.  Also, you can go green with low VOC paint.  Also MO does Orange County crown moulding, baseboards,  and other projects to make your home beautiful!  Call Dave today at 949-350-8256 to get the right hue to cure your ‘honey do’ blues!!!!

Todays SOC speakers were Rick Moulthrop, Orange County Insurance Specialist, and John Duncan with New Vision Credit Union.

First off, Rick wants us to check out his cabin in big bear - its for sale go to circlepix.com tour #cia9la.  Next off, Rick wanted to remind us that we need to cover our butts as businesses - people tend to be sue happy in a hard economy - yikes!!  Rick can help look over your insurance policies and make sure you have the right coverage.  He’ll be honest with you and tell you if its time to switch or if you need to stay with the insurance you have.  Flood policies cover mudslides…Did you know that?  Are you covered?  If not, call Rick at 949-707-0577.

John Duncan was up next and he told us how he learned to save money as a child over in London.  He explained that credit unions are groups of people who are shareholders, and they do all the same things as banks do - loans, bank accounts, ATM, all of that.  The difference is that credit unions are owned by their consumers, while banks are owned by their shareholders, who may not necessarily  be consumers.  Plus, banks have to pay taxes and credit unions don’t.  Check out new vision today they will treat you and your money right!

Giovanni was up first and he talked about his wonderful, affordable italian suits!  His company started 22 years ago selling leather jackets out of his car.  They carry Calvin Klein, Armani, he rattled off like 10 other names and my thumbs don’t type quick enough!  He has quality suits and slacks and shoes for men at warehouse prices.  Nostrum’s services at warehouse prices.  Giovanni delivers!  He’s got suits from 150 to 1500 all in the back of his truck and at rock bottom prices.  He’ll come to you and dress you for success.  He guarantees you will look great…GUARANTEED!!  Only if you let him choose your look though.  Trends for mens suits this year are high two button and 3 buttons suits…call Giovanni today to look your best for less!

Next up was Debbie Lewandowski spotlighting show off straps…the zurowski crystal beautiful bra straps that any girl can wear and sparkle!  Show off straps guarantees no snags..there is no other product on the market that offers this!  You can get gold, silver, flower and aurora borailis, jet black, three rows, two rows, beads or crystals.  You can also get chokers belts and earrings to go with your straps for a full on sparkle extravaganza.  these straps were invented by a dancer with size E breasts who needed pretty and functional bra straps…they hold up to 26 lbs so any girl can comfortably wear them.  All you need is a strapless bra with hooks to wear your show off straps.  Here are some photo samples to check out - call Debbie today for more info.  The straps are perfect for bachelorette, dance recitals, wedding parties, brides, or a night of dancing on the town.

Hi All!

Just wanted to give a THANK YOU shout out to Debbie Lewandowski of Spotlite (our Chamber Prez) for hosting a WONDERFUL seminar this morning about how to do better 30 second commercials.  Really, we don’t even get 30 seconds before people tune out.  Debbie advised us we statistically have SEVEN seconds to grab people’s attention. 

 Tick, tock, tick, tock… what can you say to expand the mental clock? 

In the room we had all LADIES (what, guys, you think you know it all???) - there was Big Red Hund with Best DVD, Vivian with Advanced Litho printing, Jane with Xango miracle juice,  Tammi with Fruition graphic design , Lily and Cindy with St. Regis Resort membership club, and me…Angie Weeks of Cal Coast Web Design. 

 I love going to seminars like this because its such a great opportunity to get to know local businesses, WHILE you are improving your own business.  I got lots of great ideas from the other “commercial queens” in the room, hopefully I gave out a couple too. 

Everyone agreed that Debbie’s seminars are a big help, and Debbie mentioned she is going to keep up with future small business building seminars.  Sweet!!!  Everyone keep www.YourCommercialQueen.com saved to favorites, so you know when the next one will be!  I know I’m there :)  Or subscribe to this blog, we will definately be mentioning it here as well. 

Thanks, ladies - you are all SPECTACULAR!!!

February 14,2008

Liberty Tax Service is the fastest growing income tax preparation service in the USA, and it currently has over 2700 locations in the USA and Canada.  John Hewitt is our CEO and he has had 38+ years experience in the tax preparation business. He was with Block for 15 years as a senior manager. He and his father designed the first software for tax preparation,but Block did not want his invention so he left. He went on to become founder of Jackson-Hewitt tax prep service(now #2 in size in the US after Block). He was CEO of that firm for over 10 years. He left them and became the founder of Liberty Tax Service 11 years ago.  Nobody in the income tax preparation business has more experience than John Hewitt.  Entrepreneur Magazine consistently rates this company in the top 100 franchises in the US.  John was also selected as Franchise Entrepreneur of the Year in 2007 by that association.

Liberty offers:  Top quality tax preparation services using state of the art software.  Money back guarantee as to accuracy of the tax returns, Confidence that your private financial information will be kept private, not given or sold to other vendors. Free estimates with no obligation. Most refund loans in 24 hours. Fast, friendly, accurate service, open year around. We will help you answer correspondence with IRS or Franchise Tax Board(CA). Family friendly offices with a play area, video, games, crowns, balloons for the kids, coffee, tea, pretzels and the best cookies in town for the adults(and kids). We are located in Lake Forest, near El Toro Road and between Trabuco and Serrano.
We also sponsor Cell Phones for Soldiers and are an official collection point. Each old, non-working cellphone we collect we send in so that a soldier overseas receives a 100 minute free calling card to talk with his(her)family. We are also a corporate sponsor of March of Dimes, March for babies.

Hi everyone!

Good to be back from my Valentines Day break last week - sorry speakers that I missed your speeches - If you would like to email notes I will be happy to post them here!

 Today’s SOC Chamber networkers speakers were Jason Smith with Help-u-Sell, and YAY it was finally Cal Coasts turn to speak :)  Whoop whoop!!

First up was us!!!  I (Angie Weeks, founder of Cal Coast Web Design) tried not to bore you all with what we do to achieve search engine rankings with all our blogging, keyword research, web analytics, and general geekiness.  Instead, I profiled a couple case studies and discussed how we were able to help small and medium businesses FIND their target market online by doing keyword research, and building websites that the search engines can see.  You can see more information on these and other success stories at our SEO blog.  If you know anyone who guessed on their keywords, doesn’t have keywords, or doesn’t have a website, please have them contact us toll free at 888-281-7665 x2, or online at www.CalCoastWebDesign.com. 

Next Jason Smith with Help U Sell had a great powerpoint presentation for us.  Jason helps both buyers and sellers in OC find real estate.  In a traditional real estate transaction, there is typically a 6 percent fee Realtors and brokers charge.  Helpusell offers a flat fee, and they are able to do this by automating many services but still providing full service. 

Jason believes HelpUsell will surpass many agents who are willing to discount, because when agents discount, they also cut services in many cases.   His company is in Mission Viejo and they are one of the top producing Help-U-Sell franchises in the county.  Jason is a major go-getter closing almost 100 deals his first year.  Most new agents close like 2 and eat ramen noodles in their first year - so great job Jason!!  They have a customer friendly website and they have lots of people searching on it, lately since its not the best sellers market they have been helping place buyers into good deals.  Jason wants to help you - how can he be of service?  Just call him at 949-293-6312.